The Demo Site

By: Noah Joseph

Participation in major auto shows is coming down like a house of cards for some automakers. The latest nail in the coffin: Mitsubishi is pulling out of the Frankfurt Motor Show. But that's just the tip of the clichéd iceberg, as the Japanese automaker has revealed a new strategy towards participating in car shows.
From here on in, Mitsubishi will only attend one major auto show on any given continent each year. In Europe, Mitsu is already locked in Geneva, where it will unveil its cap-tastic new i Miev SPORT AIR concept. In North America, Mitsubishi already sat out the Detroit Auto Show and didn't have much to show us in Chicago, so its new strategy will force it to choose between New York and Los Angeles, while across the Pacific it's bound to stick to its home-turf at the Tokyo Motor Show. Between the new car show strategy and its withdrawal from Dakar, Mitsu should be saving some serious coin, however we can't help but wonder what effect it will bear on its corporate image in the long term. But if things keep up the way they have been, we wouldn't be surprised to see more cash-strapped automakers following Mitsubishi's lead